October 2011
3 posts
Victors & Spoils guide to successful collaboration...
Last week I wrote about how brands can empower consumers with collaborative tools – from basic social media engagement leading up to entire collaborative systems. But empowerment is really only half of the story for a collaborative brand. The other part is Common Ground.
Collaboration is simply put people and brands working together to achieve a shared goal. This means that a positive...
Victors & Spoils guide to successful collaboration...
I’m excited by how new technology empowers social change – and marketing in the slipstream of that. When the ability to control production and distribution of information was a scarce resource, it was easy for brands to influence the way people perceived them. Those days are gone. Production and distribution of information have become abundant. Fueled by cognitive surplus and digital tools, people...
By: Augusto Verrengia